Service recovery: its value and limitations as a retail strategy

Stephen W. Brown (Arizona State University, Tempe, Arizona, USA)
Deborah L. Cowles (Virginia Commonwealth University, Richmond, Virginia, USA)
Tracy L. Tuten (Randolph‐Macon College, Richmond, Virginia, USA)

International Journal of Service Industry Management

ISSN: 0956-4233

Publication date: 1 December 1996


Contributes to a growing body of service recovery knowledge by examining the impact of service recovery as a relationship tool, in addition to its well‐accepted role as a means to enhance customer satisfaction at the transaction‐specific level. Begins by providing an overview of the evolving concept of service recovery and continues by explaining the important and unique role that recovery plays in the service sector. A comparison of the concept of service consistency and reliability with the concept of service recovery leads to a statement of hypotheses tested in an experimental setting. Specifically, results indicate that while service recovery results in encounter satisfaction, service recovery does not significantly influence overall satisfaction, quality, image and future expectations. Rather, consistency of service influences these constructs.



Brown, S., Cowles, D. and Tuten, T. (1996), "Service recovery: its value and limitations as a retail strategy", International Journal of Service Industry Management, Vol. 7 No. 5, pp. 32-46.

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Copyright © 1996, MCB UP Limited

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